Personal Tutorial Study Blog

Larisa Provotorova

Integrated Marketing Communication

JANUARY 30, 2017JANUARY 30, 2017 ~ LARISAPROVOTOROVABLOG

HOW TO INTEGRATE MARKETING COMMUNICATION?

What is IMC?

Integrated Marketing Communication (IMC) – An approach to achieving the objectives of a

marketing campaign, through a well-coordinated use of different promotional methods that are
intended to reinforce each other.
The American Marketing Association (AMA) defines integrated marketing communications (IMC) as
“planning process designed to assure that all brand contacts received by a customer or prospect for
a product, service, or organization are relevant to that person and consistent over time.“
Simply, IMC attempts to unify all pieces of marketing communications, including, advertising,
public relations, direct marketing, social media and sales promotion. It is designed to create
messaging that is consistent across all channels.
When do companies use IMC?
B2B interactions
Marketing channel communications
Customer-focused communications
Internally directed communications

Why do companies use IMC?

Because it focuses on the customer and is efficient and cost-effective for the brand and organization.
The IMC approach leverages all marketing and communication pieces and takes the value each
provides to the brand to ensure that the customer receives a consistent, relevant and powerful
message.
Goals of IMC:
Build brands
Enhance the effectiveness of the branding strategy
Align and synergize every group and department to collaborate and deliver results
Increase sales
Build strong and long-term relationship with the customer
Advertising

Tools/Channels of IMC?

How do companies achieve the goal through IMC?

Benefits of IMC:
Directed to the customer
Increases profit through increasing effectiveness of Marketing
Accountability with the firm
Trust among consumers
Successful marketing campaign
More impressive than traditional marketing
Creativity

Disadvantages of IMC:
Requires a lot of effort
Requires large number of resources
More planning needed to launch

Examples:

1. Porsche is sung events and influencers around the US to appeal a border audience

Video (http://www.noticeagency.com/porsche/)

Strategy: Events+Influencers+Social+Video+Radio

Pop-up events in iconic locations like Chicago’s Soldier Field announced close to the day of using
social media influencers creates urgency and buzz.

Mobile-friendly content delivered to geo-targeted affluent consumer smartphones in days leading

up to the event generates awareness and kicks off sharing.
Snapchat and Instagram Stories activation with an insanely shareable experience. The Porsche
Racing Team takes guests on whiplash-inducing hot laps around a temporary autocross track.
Activation with VR and 360 video of other iconic Porsche driving experiences on the side lines.
 Post-event streaming radio with hooks to a content-based website push consumers further down
the funnel and extend event value.

2. The Field Museum is bringing exhibits out of the basement and into the real world

Video (http://www.noticeagency.com/the-field-museum-spotawarrior/)

Strategy: Experimental+Influencers+Social+Out of home+Digital display+Video

Amazing surprise locations with clues shared in social media mere hours before they appear
drives true viral engagement.
Incredibly detailed replica exhibits demand social media interaction, and target Instagram Stories,
regular Instagram, and Snapchat.
Social media influencers with specific interest in location are given exclusive Cultural Ambassador
status, helping them feel special about sharing campaign content and driving continued social
media buzz.
Impactful out of home advertising like lamp post banners and billboards alert city dwellers a new
surprise is on the way.
Digital paid media including targeted, rich interactive ad units provide another way to get in on
the fun.
Super fun videos captured of crowds interacting with exhibits, as well as 360 videos help the
world get in on the action.

3. GoPro Integrated Marketing

Video (https://www.youtube.com/watch?v=CjB_oVeq8Lo)

Strategy: Search+Social+Out of home+Video

GoPro uses the theme “Be a HERO” to connect with its target audience in a meaningful way. Using
brand-related sponsorships and endorsements, outdoor ads, SEO, web, and heavy social media,
GoPro integrates all of their marketing efforts with plenty of engaging content from customers
themselves.

GoPro users can submit their original videos using the latest GoPro HERO 5 to win Video or
Photo of the Day on GoPro’s social media channels.
The brand was able to score one of the top ads of the year by using a firefighter’s original GoPro
video, proving that when you have a strong brand message, even user-generated content will
represent your campaign and make it successful.
Out of home ads in key markets leveraged user-generated content to show the cool factor and
associate further with the adrenaline junky lifestyle.
Tie in with sponsorships around the integrated campaign instantly delivers a targeted, scalable
audience.

References:

http://lonelybrand.com/blog/3-companies-integrated-marketing-right/
(http://lonelybrand.com/blog/3-companies-integrated-marketing-right/)

Business dictionary.com

http://www.stephenzoeller.com/why-use-integrated-marketing-communications-approach/
(http://www.stephenzoeller.com/why-use-integrated-marketing-communications-approach/)
https://www.linkedin.com/pulse/case-study-coca-cola-integrated-marketing-gregory-stringer
(https://www.linkedin.com/pulse/case-study-coca-cola-integrated-marketing-gregory-stringer)

http://lonelybrand.com/blog/3-companies-integrated-marketing-right/
(http://lonelybrand.com/blog/3-companies-integrated-marketing-right/)

http://imc.wvu.edu/about/what-is-imc (http://imc.wvu.edu/about/what-is-imc)

https://spacechimp.io/pros-and-cons-of-integrated-marketing/ (https://spacechimp.io/pros-and-cons-
of-integrated-marketing/)

http://www.slideshare.net/nbairstow/the-role-of-integrated-marketing-communications
(http://www.slideshare.net/nbairstow/the-role-of-integrated-marketing-communications)

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